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Marketing products designed to address the afflictions of aging -- such as incontinence -- is a challenge, but perhaps not beyond the genius of Madison Avenue, writes Donna Highfill. "In the name of baby boomers everywhere, I beseech advertising agencies to represent us fairly. ... Commercials could depict us working in corporations and writing blogs and traveling. We could be shown using social media and creating new technology and supporting the kids who are tired of us."

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The new effort from JWT, New York, to introduce Kimberly-Clark's line of underwear for men and women who suffer from incontinence -- and similar products from rival Serenity brand -- features some honest talk about "having to run to the bathroom" or having an "overactive bladder." The campaigns are meant to counter the conventional wisdom that adult incontinence, which affects some 25 million Americans, is solely the domain of seniors, according to this article.

The new effort from JWT, New York, to introduce Kimberly-Clark's line of underwear for men and women who suffer from incontinence -- and similar products from rival Serenity brand -- features some honest talk about "having to run to the bathroom" or having an "overactive bladder." The campaigns are meant to counter the conventional wisdom that adult incontinence, which affects some 25 million Americans, is solely the domain of seniors, according to this article.